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“Brands ARE HOW YOU SORT OUT THE CESSPOOL”
- Eric Schmidt, 2008
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Warm Up
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Local PROOF #1
YOU CAN DO IT
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@PAULALMKELLER #MOZCON
Attend an Estate Planning Workshop
or
Attend a LIFEPLANTM Workshop
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Download Medicaid Whitepaper
or
Download LIFEPLANTM Report
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DID IT work?
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HOW CAN you DO IT?
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APPLY A CATCHY NAME
What is your most popular service?
Do you have a unique
technique?
Existing events, reports,
etc.?
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SPONSORED CONTENT
What do locals read & watch?
Local news site:search for media
kits
Make some calls!
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DO IT RIGHT
Stay live
forever?
Social promo & tag?
Indexable? Direct link?
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Local PROOF #2
YOU CAN DO IT
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HOW CAN you DO IT?
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“PAID AND EARNED MEDIA
THRIVE WHEN THE OWNED
MEDIA – THE content ITSELF –
PROVIDES THE value & engagement THAT CUSTOMERS SEEK”
- Jim Yu, 2015
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DID IT work?
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APRIL
6,149 total visits
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2,082
SOCIAL REFERRAL ORGANIC SEARCH
2,712 520
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HOW CAN you DO IT?
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IDENTIFY YOUR NICHE
Industry Local Area
Opportunity
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IDENTIFY YOUR NICHE
Large events in
your area?
Past clients - anything unique?
Is it organically interesting?
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DO IT right
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HOW CAN you DO IT?
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@PAULALMKELLER #MOZCON
Local PROOF #3
YOU CAN DO IT
@PAULALMKELLER #MOZCON
@PAULALMKELLER #MOZCON
@PAULALMKELLER #MOZCON
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DID IT work?
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3,500 MONTHLY VISITS
2015 795 in
2009
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MONTHLY ORGANIC SEARCH VISITS
1,790
240 in
2009
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MONTHLY ORGANIC SEARCH LEADS
100
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HOW CAN you DO IT?
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USE REVIEWS TO GET AWESOME
Conduct a reviews audit
Collect & track
customer feedback
Check & Adjust
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Develop question
set
Ask every customer
Get to know your customers
BUILD A PROCESS TO REQUEST CUSTOMER CONTENT
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SO... WHERE DO I start?
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WHICH STRATEGY IS RIGHT FOR YOU?
Paid can have the
benefits of earned if done well
Earned is within reach if you get creative
It all starts with the customer
experience
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Sources Sources • http://www.entrepreneur.com/video/243530
Images • http://www.today.com/home/home-today-barbara-corcoran-welcomes-you-her-
manhattan-home-1D80427845 • http://www.drcopeland.com/procedures_nose.php • “Award” icons from Thenounproject.com • KTLA.com
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